Amazon Prime Video today announced the launch of the localized version of its streaming service in one of Africa’s biggest markets: Nigeria. Just as it did in Southeast Asia some days back, the tech giant is attempting to boost its subscriber push in new markets like Africa by increasing its investment in local production, unveiling slates of localized originals and introducing discounted Amazon Prime membership offerings to customers.
Amazon Prime Video launched in Africa in 2016 as part of its global push across more than 200 countries worldwide, bringing some serious competition to Netflix’s global plan launched that same year. However, versions of the service available in the region have never featured the local-language interfaces, subtitling and original content offerings typical in more developed markets.
Naija, how far? We have arrived! #PrimeVideoNaija pic.twitter.com/ICJFJRwwaM
— Prime Video Naija (@primevideonaija) August 4, 2022
That changes today in Nigeria and the whole of Africa as the company plans to launch in other markets like South Africa. In a tweet by its official account, Prime Video Naija, the company said that customers in Nigeria can stream more than 20,000 original TV shows and movies within its ecosystem, such as “The Boys,” “All or Nothing,” “Reacher” and “All the Old Knives.” According to its website, the service will cost ₦2,300/month (~$4) after a seven-day trial. Thus, for the first time, users in Nigeria will be able to subscribe to Prime Video using their local currency, and unlike how most have accessed the platform for region-specific content in the past, they would not require a VPN to stream content on the service.
Prime Video and other streaming services such as Netflix, Disney+, Canal+ and Showmax are vying for Africa’s 2026-projected 15 million video-on-demand subscribers. According to Digital TV Research, an analytics firm, Prime Video has 600,000 subscribers in Africa and might add 1.5 million new subscribers compared to Netflix’s 3 million subscribers in the next four years.
To gain more market share amid a streaming war for African content and eyeballs, Prime Video has been collaborating with filmmakers and content creators in Nigeria regarding the production of original and licensed content. The past couple of months has seen the service make strategic moves, such as closing theatrical outlet agreements with Anthill Studios, Inkblot Productions and Evoke Studios, hiring Insight Publicis as its creative agency and recruiting senior executives like Wangi Mba-Uzoukwu, head of Nigerian Local Originals, to develop original video content in Nigeria, Africa’s largest film industry.
Amazon Prime Video’s first Nigerian show is “Gangs of Lagos,” a local original crime action movie that follows three friends’ lives as they navigate the streets of Isale Eko in Lagos, Nigeria’s commercial city, scheduled to be ready for launch later this year.
This is a developing story…